In the past weeks, 7Up presented its first update after 7 years which includes a new international brand positioning and a renewed visual identity. The first major redesign of the brand is both punchy and simple.
The new logo is angled upwards to instill a sense of joy and movement.
The restyling was carried out by the internal team Design and Innovation with the aim of getting as close as possible to the essence of 7Up.
“Our new visual identity for 7Up was inspired first and foremost by the brand’s creation of moments of UPliftment throughout its history. The PepsiCo Design and Innovation Team has created a brilliant and confident visual identity system that will resonate across cultures, regions and languages,” he said Mauro PorciniSVP and chief design officer of PepsiCo.
The design moves towards a more energetic, albeit more minimal execution and will be visible on packs, bottles and cans of 7Up e 7Up Zero as of March 2023.
The new modern look keeps the typical green coloring of 7UP. The well-known palette is enriched with “spicy citrus tones” to convey the concept of freshness.
A “refreshed” identity that aims to better capture the essence of the brand through a more minimal packagingcapable of reflecting the growing trend of brands to flatten and simplify graphics.
Meanwhile, the logo evolves to appear three-dimensional with high contrast lines which create the illusion of the 7 moving upwards.
This sloped presentation echoes among the new branding elements and is in line with the brand’s “UPliftment” positioning.
The illustrated citrus icons that typically appear on packaging have been flattened to look like abstract shapes. Plays of contrasts for a powerful identity that underscores 7Up’s goal of uplifting and connecting people around the world.
Among the resources, we also find geometric elements which give a greater sense of energy and dynamism. While the changes are minimal, they reflect a recent wave of rebranding that uses flattened logos and sticks to long-standing graphic elements.
The soft drink also introduces the expression “New Get Up, Same 7UP” to describe the brand’s new concept, in line with its international diffusion.
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